Marketing automation help marketers streamline communications plans and generate and qualify sales leads – creating a mass customized experience that guides customers through the sales cycle. Marketing automation solutions gather intelligence on email campaigns, provide quality insight via scoring and grading, assess prospect web activity, and can be configured to deliver a new sales lead through to Salesforce, based on the aforementioned criteria.
When working on a new or existing Salesforce configuration when marketing automation is present, there will most likely be data implications when updates or changes are made. Below are a couple of important things to consider with authentication when you are syncing a marketing automation tool with Salesforce.
Connector Users need to be installed when syncing
A key piece for the marketing automation is a connector user and when syncing Pardot and Marketo, they are required to create the “sync” between the two platforms. Typically the user’s permissions will determine what the marketing automation package will be able to see and do, and with Pardot you can use any Salesforce user credentials, so long as they meet the desired permissions. In addition, these marketing automation tools currently require an installed AppExchange package and user credentials. Be mindful of user permissions when syncing platforms; it is ideal for that particular user to have appropriate settings for access into the records as API calls are made every time Pardot needs to send/receive data from Salesforce. Also note that any action taken by marketing automation is documented on behalf of that user.
Permissions & field mapping
The permission fields with Pardot are enabled within the initial loading of the AppExchange package, and the connector user will need access to a handful of new objects created by the package. Default fields are then automatically mapped from Salesforce and you do have the benefit of choosing which custom fields you would like to sync. With Marketo, all fields within visibility in Salesforce will be added. (This can drive up daily API call usage within Salesforce.) Restricting the number of fields Marketo sees requires restricting the connector user’s access within Salesforce an advanced administrative task.
Upon the initial sync, field mappings must be set up and certain page layout requirements that you need to pay attention to before the upload. Pardot is extremely reliable in transferring and synchronizing data during a connector setup. Marketo requires extreme user connector information and updates anything user sees and has access to.
Just scraping the surface
The previous examples are just scraping the surface of the integration comparisons between these platforms. If you’re an administrator of one of these platforms, or considering a first time installation it is highly recommended to study the synchronization architecture in-depth prior to committing system changes. This is particularly true with Marketo as their default sync features can leave the connected database exposed to unintended consequences—especially if being configured by an inexperienced user.
Vertiba is a Gold Certified Salesforce.com implementation partner and Pardot Preferred Partner helping our clients demonstrate marketing’s contribution to revenue via marketing automation and CRM integration. Learn more – click here.